Like others have said, small UK-based sites aren't even privavledged to most of this wonky data. The only comparrision I can get is from Compete.com which shows US-only visitor data, and to be fair to them, comes with a warning about sample size. Their data for oushop.com fluctuates pretty wildly compared to GA and tends to underestimate significantly, but if you squint your eyes and are feeling charitable you might say that the trend is kind of right... http://i.imgur.com/72yPj.png